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Benetton Presentation
 

Benetton Presentation

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    Benetton Presentation Benetton Presentation Presentation Transcript

    • BENETTON KIDS
    • TODAY, THE BENETTON GROUP IS PRESENTED IN120 COUNTRIES AROUND THE WORLD
    • OPENING OF FABRICA
      TWO EYES WITH TWO DIFFERENT COLOURED PUPILS SYMBOLISE FABRICA’S LOOK TOWARDS THE
      “ FUTURO PRESENTE”
    • THE CYCLE OF REALITY
    • VICTIMS
      THE BLOOD-STAINED T-SHIRT AND TROUSERS BELONGING TO THE SOLDIER MARINKO GAGRO, WHO WAS KILLED DURING THE WAR IN THE FORMER YUGOSLAVIA, BECOME A SYMBOL OF PEACE
    • M,,MFMD,SM,
      A SOLDIER GRIPPING A HUMAN THIGH BONE
      Represents a terrible vision that arouses anxious questions about colonialism, racism and cultural poverty
    • TO OPPOSTION AGAINST THE IRRUPTION OF “DEATH” AS AN ADVERTISING SUBJECT, BENETTON ANSWERED WITH BIRTH, THE FAMOUS IMAGE OF A NEWBORN BABY STILL ATTACHED TO THE UMBILICAL CORD
    • Toscani did no more than make visable this invisablestamp of discrimination, marginalisation and alienation
    • TOSCANI TURNS ITS ADVERTISING MACHINE AGAINST CAPITAL PUNISHMENT.
      THE CAMPAIGN FEATURE IMAGES OF PRISONERS FROM DEATH ROWS IN THE USA
    • “ WE, ON DEATH ROW”
    • THE CYCLE OF DIFFERENCE
    • THE PALESTINIAN
      AND
      THE ISRAELI
      AN AMERICAN BOY KISSING A RUSSIAN BOY
      POLITICAL AND RELIGIOUS CONFLICT
    • A BLACK WOMAN BREASTFEEDING A WHITE BABY – WHICH REPRESENTS THE MOST – AWARDED IMAGE IN BENETTON’S ADVERTISING HISTORY
    • IN THE SPRING OF 1996, BILLBOARDS ALL OVER THE WORLD WERE INVADED BY AN IMAGE OF THREE HEARTS OVERPRINTED WITH THE WORDS “ WHITE, BLACK, YELLOW” – THE NEW ANTI-RACIST MESSAGE LAUNCHED BY UNITED COLORS OF BENETTON IN CONJUNCTION WITH SOS RACISME
    • PORTAYED MORAL CONFLICT
      THE STEREOTYPES OF GOOD AND EVIL, SYMBOLIZED BY AN ANGEL AND THE DEVIL
      DEPICED RELIGIOUS CONFLICT
      A PRIEST KISSING A NUN
      THE AFFIRMATION OF PURE HUMAN SENTIMENT
    • REFLECTION ON A PRINCIPLE WE OFTEN FORGET; WHAT IS NATURAL IS NEVER VULGAR
      NATURAL ACT
    • “ To capture consumer’s attention, advertising must become an artistic product in itself, like a play or a film. That has never happened because the only things that condition the industry are money and marketing managers, who are idiots. All they know to do is repeat what’s already been done.”
      Oliver Toscani’s Advertising Philosophy
    • WORLDWIDE interactive multimedia communication campaign- the first global online casting session- which will choose faces from around the world
    • U
      UNITED COLORS OF BENETTON
      ROZA SZYGENDA
      RASHA CHASIB TAMIR
      ANTHONY BUTCHER
      MAGDA KOCHAOWICZ
    • SPECIAL THANKS TO:
      JOHN COCKSEDGE
      DAWIDKOCHANOWICZ
      CHRIS HUNTER
      &
      KIDS
    • Bibliography
      Bibliography
      Feyerick, D (2000), CNN archives, Victims' rights advocates denounce Benetton 'death row' ads Benetton on death row, http://archives.cnn.com/2000/ STYLE/fashion/01/18/benetton.ads., accessed 15/Feb/10
      Mantle, J. (1999), Benetton: The Family, the Business and the Brand, London, Little, Brown and Company.
      Maguire M. (2003) United colors of Benetton: A company of colours and controversies, Germany, Grin Verlog
      Salvemini, L.P. (2000), United Colors: The Benetton Campaigns, London, Scriptum Editions
      Vignali, C. (1998) Branding and marketing Mix Examinated in a Benetton Franchise J. Text. Inst., Part 2
      Benetton Group, Investors http://www.investors.benettongroup.com, accessed 21/ Feb/10
      Benetton Group social communication research centre Press Kits – Fabricahttp://press.benettongroup.com, accessed 16/Feb/10
      Benetton’s advertising acquitted in Germany (2001) http://www.managingip.com/Article.aspx?ArticleID=1256567 , accessed 12/Feb/10
      Brand Republic “ Brand Health Check “http://www.brandrepublic.com/News/466467/Brand-Health-Check-Benetton/,
      http://www.youtube.com/watch?v=fb-oBsji-Gc
      http://www.youtube.com/watch?v=TiZMcVGCh_E2005